Lincoln Park Com m unity Shel terFinal Content Strategy Report

March 17, 2016

Delivered to LPCS

Prepared by a mul t idiscipl inary team of graduate students at DePaul University

Contents

Introduction

Audience & Message Reminder

Content Overview

Content Specs & Guidelines

Voice & Tone Guidelines

Content Structure Options

Content Samples: Social Media Posts

Content Sample: Photo essay

Measuring Success: Analytics

Appendix

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This report was created by a team of graduate students in DePaul University's MA programs in Writing, Rhetoric, and Discourse and New Media Studies in partnership with the Lincoln Park Community Shelter (LPCS). The purpose of the partnership is to develop an effective web content strategy for the organization in order to increase audience engagement both online and off l ine. This f inal report builds off of the research-based init ial report and offers recommendations that will help LPCS achieve their goals and spread awareness of the organization and its needs in a manageable way.

In tr oduct ion

Research as a Foundation for Strategy

While researching our init ial report, we took a close look at LPCS's current content strategy and identif ied some areas that could use improvement.

Chal lenge Goal

1. Small staff with many tasks Streamline activit ies

2. Low visibil ity of LPCS Share meaningful stories

3. Content everywhere Centralize content

Setting Guidelines and Building Samples

This f inal report contains a variety of guidelines for content types to ensure consistency and smooth maintenance of dif ferent platforms.

Also included are content samples with workable templates.

Guidel ines

Samples

Channel and velocity plan, visual guidelines, voice and tone guidelines, photo essay recommendations

Social media post example templates, photo essay sample, editorial calendar

Implementing and Assessing Strategy

1. Track conversions on donations from the Exposure story

2. Survey guests at the Metamorphosis event

Measuring the success of a content strategy is important. Analytics can help LPCS f ind what strategies are working best. Recommended assessment strategies are within the team's comfort zone. Here are two simple suggestions:

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Audience & M essage Rem inder

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The M essage

"At LPCS, we strive to connect personally with our Guests, our volunteers, and our donors. It is through these personal connections that we will realize our mission to create sustained change."

As a social service provider, LPCS?s key audiences are composed of 1) people who are experiencing homelessness, 2) community members who are curious about the organization, 3) volunteers, and 4) donors. Click the photos below to learn about each key audience.

LPCS staff members can keep these audiences at the f ront of their minds when they meet with their colleagues and develop content.

K ey Aud i en ces

Cur i ous Com m un i ty M em ber

In d i v i dual Exper i en ci n g H om el essn ess

Vol un teer Don or

After taking an in-depth look at LPCS?s digital presence and analyzing the organization?s key audiences, we developed messaging architecture and a core strategy statement to guide the organization in all of its communications.

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Content Overview

Big-Picture Com m unicat ion Tim el ine

To guide our recommendations in this report, we col laborated with LPCS staf f on a big-picture communicat ions t imel ine, which is a 12-month snapshot showing the major events and activit ies LPCS has over the course of a year (This timeline can be found in the appendix.)

Editor ial Calendar

Knowing the organization?s key annual events allowed us to create content and samples that could be used immediately upon completion of this report. Many of the samples are geared toward LPCS?s annual Metamorphosis Party since it is one of the organization?s biggest events and is quickly approaching.

Based on this big-picture communications timeline, we created an editorial calendar which is a month-by-month breakdown of events, holidays and activit ies. This calendar spans from April 2016-March 2017.

The calendar was created in Google Spreadsheets, with each month receiving its own sheet. This calendar lays out examples of how LPCS can promote various events, activit ies and holidays throughout the year. Each entry in the calendar includes:

- Hol idays/events: This includes LPCS events and national homelessness events

- Content Type: Which platform LPCS will use- Content Descript ion: Sample message and/or tone LPCS should

aim for in this post- Design assets: Images, photos, graphics, etc.- Author: Who will write the post* - Editor: Who will edit the post*- Posted: When the post will be published*

Editorial Calendar Color Guide

Green- LPCS-centric eventsPink- LPCS newsletterGray - National holidaysBlack: News post (posts to the LPCS News section of website)Blue- Facebook posts Purple- Twitter posts Brown- Instagram posts

To make the calendar easily scannable, dif ferent platforms are colored dif ferently. The guide below connects each color to its platform:

* To be f il led in by LPCS.

NOTE: Some of the items included in this editorial calendar were based on arbitrary dates for the purpose of showing LPCS staff how promotion could be spread out leading up to an event. These items can be shifted as needed.

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Content Overview

Channel and Veloci ty Plan

3+ posts per day 10-30 words per post

Use @ to mention individuals, groups, volunteers, donors, Guests, and partners Use # hashtags for events and trending topicsPost "photo of the day" and "lesson of the day" to maintain consistencyRetweet relevant content

3+ posts per week10-40 words per post

Tag people and organizationsRespond to comments on postsLike and comment on posts of othersPost on LPCS page f rom individual accounts to achieve greater reach

1-3 posts per week 9-20 words per post

Share job posit ions and information about each positionEndorse Guests and GraduatesNetwork with other organizations and individuals

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Fr equen cy Str uctu r e Gu i del i n es

Click the icons below for suggested content and ideas specif ic to each of LPCS's four major social media platforms.

These general post types can supplement the material we provide on the Editorial Calendar.

Check out the Master Channel and Velocity Plan spreadsheet for a more comprehensive l ist of plat forms, including news posts on LPCS's website, Exposure photos essays, and the monthly newslet ter.

To assist LPCS with publishing schedules and workf low, we developed a plan that suggests f requency and st ructure of posts for various platforms.

Resources such as Facebook's scheduling tool and Hootsuite can be helpful in carrying out these goals eff iciently.

1-3 posts per week 10-40 words per post

Tag people and organizationsUse # hashtags for events and trending topics

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Content Specs and Guidel ines

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Maintaining a consistent and clear voice in all communications is important. LPCS already has standard language and verbal guidelines. The next four slides will provide platform specif ic guidelines for voice and tone, content structure options, and visual guidelines. These guidelines incorporate messaging architecture keywords, content currently produced by LPCS, and recommendations for future content.

Visual Guidel inesPhotographs of events, Guests, Graduates, volunteers and donors should be used whenever possible. When designing charts, graphics, f lyers, etc. LPCS should incorporate its logo colors: purple, white and teal. In terms of typography, LPCS should use a legible sans serif font in all organization-produced content (website, newsletter, mailers, handouts, etc.).

Voice and Tone Guidel ines

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Newslet ter

Voice 1st person, the writer (message from the executive director); 3rd person, the organization

Slang and vernacular

Inappropriate unless it is used in a quote by someone.

Images Photos of Guests/Graduates, event f lyers, charts/graphics, volunteers and donations.

Message tone Consistent, detail-oriented, eff icient, trusted, warm

Recommendat ions cont inue on the next page

The following guidelines provide a blueprint for communicating through LPCS?s newsletter, news posts on its website, social media channels, and Exposure articles. They provide guidelines on voice, appropriateness of slang and vernacular, and image options for specif ic platforms. The message tone for the various platforms is based on the message architecture we created through discussions with LPCS staff . (See page 2 for more detail about message architecture.)

News Post on website

Voice 3rd person, the organization

Slang and vernacular

Inappropriate unless it is used in a quote by someone.

Images These could include event f lyers/graphics, charts, graphs, and photos of past events.

Message tone Detail-oriented, simple, trusted

Voice and Tone Guidel ines

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Social Media Post

Voice 1st person, the organization (use we, us, and our)

Slang and vernacular Use it to humanize content and make it relatable to readers. Avoid insensitive language.

Images These could include photos from events, Guest/Graduate outings, volunteers at LPCS and graphics/ f lyers for upcoming events.

Message tone Modern, informal, in-touch, helpful, accessible

Exposure Post

Voice 1rd person, the writer (use I and me); include 1st person quotes from featured

Slang and vernacular Use it to humanize content and make it relatable to readers. Avoid insensitive language.

Images Photos of Guests and Graduates.

Message tone Open, supportive, inspiring, upbeat, warm, endearing

Content Structure Options

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Newslet ter

Let ter f rom the Execut ive Director

Short letter from executive director on recent news/events and expression of gratitude.

Volunteer/Community Partner Spot l ight

Highlight volunteers and/or community partners for the time and generosity they?ve bestowed upon LPCS.

Upcoming Event Announcement and/or promotion (including tickets and event sponsorships) for an upcoming LPCS event.

Thank You General shout out for everyone who has contributed time, resources, or money to help LPCS fulf il l its mission.

Volunteering Opportunit ies

Upcoming volunteer opportunities at LPCS.

Recommendat ions cont inue on the next page

Exposure

Spot l ight Share Guest and/or Graduate stories about their t ime at LPCS.

The following are basic structures for dif ferent forms of content. Our recommendations include content structure options for LPCS?s newsletter, Exposure posts, news posts on its website, and social media posts.

Content Structure Options

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News post on website

Event Announce and promote upcoming event (the Who, What, Where, When and Why should all be answered).

Spot l ight Highlight work by Guests, Graduates, volunteers and donors. This could start as a short couple paragraphs and then link off to LPCS?s Exposure page with full stories.

Awareness During national homelessness campaigns, raise awareness of the issue, how it affects Chicago and the resources LPCS provides.

Review Recap of recent event LPCS participated in and/or hosted.

Social media overview*

Tip of the hat Share something interesting another organization did (ideally aim for local organizations), or an interesting article that relates to LPCS?s mission.

Thank you Thanking volunteers, donors, event sponsors, etc. for helping LPCS to fulf il l its mission and give their t ime and money.

Invitat ion We are hosting (or attending) an event. Come join us; here are the details.

See you there We are attending a local event, and you should come too. Here are the details.

Congrats LPCS is excited to announce we have another Graduate! We wish them the best in the next chapter of their l ives.

Promot ion Check out LPCS?s 30th anniversary book.

Awareness It?s national homeless awareness month. Did you know homelessness affects XXXX number of Chicagoans?

*For channel-specif ic recommendations, see channel reports for Facebook, Twitter, Instagram, and LinkedIn.

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Content Sam ples: Prom otional Social M edia Posts

Com m un i cat i on s for Apr i l : Volunteer Appreciat ion Week

- Editable Templates allow for content to be easily inserted and altered for each topic. - Lucidpress is a handy tool for organizing templates in folders by month.

- Make templates sized for social media out lets so that images and content f it well, visually.

- Encourage volunteers to share on their personal pages, to cross-promote messages.

Facebook an d Tw i t ter Tem pl ate In stagr am Tem pl ate

- Below are two sample social media posts for LPCS's Volunteer Appreciation week. They can be altered to feature a dif ferent volunteer each day of the week.

Content Sam ples: Prom otional Social M edia Posts

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Com m un i cat i on s for Apr i l : Metamorphosis Event

Febr uar y 2n d

Apr i l 7th

- Below are two sample social media posts for LPCS's Metamorphosis event in April. These posts align with the editorial calendar. A preview post should launch on February 2nd, to let the audience know that the event is going to be coming up. On April 7th, a Throwback Thursday post will launch to remind the audience that there is stil l t ime to purchase tickets, and also show off how fun the event was last year.

- Use bit.ly l inks directly on the images, so that if the images are shared, the short l ink will stil l direct the audience to the webpage to purchase tickets.

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Content Sam ple: Photo Essay

Photo essays are a great way to tell stories in a visually captivating way. We met with a Graduate of LPCS named Howard to interview and photograph him and then used a digital storytell ing platform called Exposure to arrange his story. We encourage LPCS to util ize Exposure to create more powerful stories of Guests, Graduates, volunteers and even donors.

Here are some snapshots f rom Howard's photo essay.

Tak e a l ook at the fu l l stor y her e:

l pcs.exposu r e.co/how ar d

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Content Sam ple: Photo Essay

Tips and Tr icks for Creat ing a Com pel l ing Photo Essay

Take lots of photos!? and photos in a variety of locations, poses, etc. A variety of quality photos is central to a compelling photo essay. It?s better to have more to choose from even if you don?t need to use them all.

Check out our list of photo ideas to get started.Have an audio recording device handy

and ask the featured individual if it?s okay to record the conversation. Remind her that this audio is only for the interview and that no one else will hear the recording.

It?s easier to give the interviewee your full attention if you aren?t trying to write down everything that?s being said.

Ready to write? Use the words of the featured individual whenever possible and use the f irst-person "I" to keep the tone personal.

Be prepared! Decide on a list of interview questions ahead of t ime and begin the conversation with the featured individual with some small talk to break the ice.

Concept : To capture the positive impact that LPCS has made on an individual?s life; this could be a Guest, Graduate, volunteer, or even staff member.

The photo essay should portray LPCS in a positive light but is ult imately focused on the individual?s story, rather than that of the organizat ion.

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Content Sam ple: Photo Essay

Fi n d i n g In sp i r at i on Fr om Other Or gan i zat i on s

- Heart land Al l iance embeds photo essays directly into their front page slider.

- Photos on a f ront page set a more personal tone that gives audiences an emotional understanding of what LPCS does.

- Addit ional photo essays can be created to highlight Guests, volunteers and even donors. An interactive slider can allow audiences to navigate to dif ferent photo essays or hot topics.

Here is a mock up of Howard's story, embedded on LPCS's homepage sl ider.

Measurement Steps needed Priority

1. Track how people are coming to the LPCS website using an analyt ics sof tware, such as Google Analyt ics.

This shows all the ways in which people come the website and which of those ways are the biggest drivers of t raf f ic. Based on these results, LPCS can focus more of their energy on those platforms. For example, if Facebook is driving a lot of traff ic to the website but Twitter is not, spend more time plugging content on Facebook and less on Twitter.

Very High

The organization could also look at pageviews to see which pages are the most popular on the site.

Very High

LPCS could also use analytics software to measure how people end up on the Donat ion page.

High

M easur ing Success: Analyt ics

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Recommendat ions cont inue on the next page

In order to make the most of these recommendations, it 's important to measure if they're accomplishing their goals. To help LPCS understand how their key audiences are f inding out about the organization, its services, and its events, we are recommending a basic analytics plan that includes the following:

Measurement Steps needed Priority

2. Track the number of conversions made on donat ions f rom the Exposure story.

Measuring these conversions will show how ef fect ive these photo essays are in el icit ing donat ions f rom people who read them

High

3. Track how people learn about LPCS events via an event survey.

As people arrive at an event, ask them to f i l l out a simple survey asking how they found out about the event.

On a sheet of paper list all of the ways in which the event was promoted :

- Website- Newsletter- Facebook- Twitter- Instagram- Mailer- Other

Leave a blank space after ?Other? where the attendee can f il l in how they found out about the event. After the event, tal ly al l of the resul ts, and based on those results reevaluate how to promote future events.

High

M easur ing Success: Analyt ics

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Appendix

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Big-Picture Com m unicat ion Tim el ine

Pulpit appeal, Board Meeting, Biannual Volunteer Survey & Audit

January February

LPCS Birthday, Chicago Week, Have a Heart Drive

Soup & Bread Fundraiser, Reporting Volunteering Hours

MarchMarch Apri l

Metamorphosis Party, Volunteer Appreciation Week

Door Hanger, Mid-North Summerfest

May June

Door Hanger, Graduates' Commencement

Volunteer Appreciation, AB Kickball, Sheff ield Music Festival & Garden Walk

July August

National Toilet Paper Day, Amazon Wish List Promo, Taste of Lincoln Avenue

Lagunitas Event, Taste of Fall , Amazon Wish List Promo

September October

"Ready for Winter" Call

Annual Appeal, Thanksgiving, National Hunger & Homelessness Week

November December

Christmas Eve Dinner, Christmas Day Dinner